How does pharmacy promotion attract customers?

How can we attract more customers? 1. To improve efficiency, promotion alone can't really achieve high quality and low price. Instead of trying hard to sell drugs, it is better to improve the quality of drugs and reduce the price of drugs from the following two aspects: first, to find better supply channels and reduce the purchase price and cost while ensuring the quality of purchased drugs; The second is to share the cost of drugs by using the cost of promotional activities. In this way, you may not see a significant effect in a short time, but as long as you stick to it, I believe that the customer's eyes are sharp and will eventually make the most favorable choice for himself. 2. It is more important to shape corporate culture and brand. When engaging in promotional activities, we should pay attention to establishing corporate culture and brand. It is best to rely on corporate culture to infect consumers, let them identify with corporate culture and brand, and accumulate brand reputation bit by bit in peacetime, such as making holiday greetings after discount promotion, buying points, collecting customer information and calling back after sale, which will be more lasting than simple promotion. 3. Perfecting pharmaceutical services can attract customers with perfect pharmaceutical services more than the promotion activities of "changing the soup without changing the medicine". A special pharmacy consultation area can be set up in the pharmacy to answer customers' questions about medication and health care, and health knowledge lectures can be held from time to time. You can also distribute health knowledge manuals, publicize disease prevention knowledge and carry out some social welfare activities. This can not only enhance the social image of pharmacies and increase their popularity, but also attract more consumer groups. 4. Clear the theme and reduce the frequency. If we don't control the promotion activities, it will inevitably lead to the bad result of customer promotion fatigue. If you add the repeated promotion theme of "changing the soup without changing the medicine", it will be even more impossible to catch the customer's eye. Therefore, the promotion activities are not suitable for continuous development. Even if it goes well in the early stage, we should set aside some time to wait for the digestion of customers. With such a time span, there will be enough time to plan and attract more customers. 5. The failure of Q drugstore's promotion activities, which used Haogang in the cutting edge, lies in the unclear planning theme and the lack of specific positioning for buyers. Successive varieties and activities are vague, and neither are the main buyers. Old customers will get used to such activities and lack the desire to buy. Coupled with frequent promotional activities, the material and labor costs of many pharmacies have been wasted, and it is reasonable that the income is not proportional to the effort. When planning the theme of activities, pharmacies should first make clear what kind of buyers the activities are mainly aimed at, then calculate the cost and purchasing power of such people around their characteristics, infer whether the income is in direct proportion to the effort, and then decide whether to carry out activities; Secondly, the same promotion content should not be reused in a short time. As the saying goes, "Good steel is used on the blade". For potential customers with large purchasing power, you can spend more and plan carefully. Although they pay more, they also get more benefits. 6. Singing the "service card" of pharmacies For consumers with rigid needs, promotion is only a part of the factors that attract them to buy, but it is by no means a decisive factor. With the change and sublimation of people's consumption concept, more consumers want to get perfect products, professional services and comfortable and clean environment first, followed by price factors and promotion factors. Drugstores should be in hand-to-hand combat, rather than fighting a "promotion war" with their peers. Instead, they should improve their services and brands as follows to attract consumers with distinctive services and loud brands. This is the future development direction and goal of pharmacies. Seven. Promotion pays attention to "precision, innovation and specialization". The development department should not force the promotion of quantity, but should look at the quality and effect of promotion. According to the differences of each pharmacy, a personalized promotion plan is put forward. The promotion plan should reflect "refined, innovative and specialized", and the center is to provide customers with a more relaxed and pleasant shopping atmosphere, more novel and interesting preferential measures for profit-making, and more intimate pharmaceutical services, giving people a feeling of going home. Only when the promotion plan makes customers feel tempted and respond, can we say that the promotion activities have achieved the expected purpose. Eight. Improve customers' appetite. Only when pharmacies carry out promotional activities from the perspective of consumers and grasp two necessary conditions can they achieve immediate results and achieve the expected results. First of all, among the factors that consumers decide whether to buy promotional drugs, "symptomatic" undoubtedly ranks first. This requires licensed pharmacists to let consumers communicate face to face in Yamatonokusushi at the promotion site, and pharmacists can provide consumers with professional and reasonable medication suggestions; Secondly, the price of drugs is another important factor to attract consumers to buy. Therefore, licensed pharmacists or shop assistants should not only recommend beautifully packaged and expensive drugs when recommending drugs to consumers, which is a serious short-sighted behavior that ignores consumers' economic use of drugs. In order to make more consumers become repeat customers, pharmacies must introduce different drugs with the same ingredients but different commodity names and large price gaps to consumers, so that customers can decide whether to buy them. 9. Collecting the "best promotion plan" customers is the best innovative source of pharmacy promotion copy. Pharmacies may wish to launch the "best promotion plan collection and selection" activity for ordinary customers. Experts and professionals will evaluate the schemes submitted by customers and give some material rewards to the authors of innovative or high-value promotion schemes. These schemes will be supplemented and improved by professional copywriters of pharmacies according to the needs of pharmacy promotion, and the effect will be better than that of professionals behind closed doors. 10. If you want to attract customers, you must innovate. If this is always the case, customers are used to it and will certainly not attract attention and interest. Only by learning from others' strengths, working together, relying on everyone's wisdom and strength, and promoting continuous innovation in the form of activities, can the promotion activities really "live". First of all, it is urgent to improve the ability of promotion planners. Store managers should often send planners to participate in special training courses, learn from advanced enterprises, or invite experts and professors to give lectures, learn systematically, update ideas, broaden their horizons, expand their ideas, and effectively improve the planning ability of employees. Secondly, let all the staff make suggestions. We can collect the promotion plan from all the staff, give appropriate rewards and recognition to those who adopt the plan, and maximize their enthusiasm and tap their potential. Finally, mastering the psychological needs of consumers is the foundation of success. Carry out extensive consumer research activities, grasp the market demand, understand consumers' psychology, and ask consumers to make suggestions on promotional activities by issuing questionnaires, holding consumer representative forums, and soliciting inquiries on the spot, so as to enhance the pertinence of promotional activities and let consumers get more value-added "affordable" feelings, thus promoting sales and improving efficiency. XI。 As the receptor of promotion, customers decide the promotion effect, so pharmacies must strengthen communication with customers. For example, at the promotion site, the pharmacy staff can send a "promotion solicitation letter" or oral consultation to customers: first, we must understand the customer's satisfaction with this promotion; The second is to understand the customer's expectation of the time and content of the next promotion; Third, listen to customers' promotion suggestions. Maybe the good promotion strategies that customers see in other pharmacies will come clean and be used by you. Only by contacting, communicating and interacting with customers, summarizing and analyzing customer feedback, can we continuously carry out promotional innovation. A few years ago, Nanchang Happy People Pharmacy contacted the local Youth League Committee to launch a large-scale public welfare activity of "Happy People Help Poor College Students Spend the Spring Festival". Although this activity has nothing to do with sales, it is very innovative. It has made many Nanchang citizens know that Happy People Pharmacy is a caring enterprise in the pharmaceutical retail industry in this city, and it has advertised for "happy people" invisibly, which has also increased the number of "happy people". Therefore, the development department should pay more attention to the activities of local youth league committees, Federation of Trade Unions, women's federations, charitable organizations, Red Cross and other departments, actively communicate with them, gain their understanding and support, and promote public welfare activities. Thirteen. Improve the promotion of "hit rate" Q There are more than 30 stores in the big pharmacy. The business circle environment of each store is different, and the target customer base is bound to be different. Therefore, before promoting the store, it is necessary to communicate with the store and collect valuable information such as the number of visitors, the unit price of customers, the composition of drug categories, the composition of customers, the operation mode of competitive stores, and the price policy. Only through effective information analysis and market forecast, and comparing with competitors' conditions, can we foster strengths and avoid weaknesses, adopt appropriate and flexible promotion strategies, and choose appropriate promotion methods in a targeted manner to meet the market demand of target customers, so as to improve the operating level of the store. Unique+Affordable = Attracting customers